Engineering a B2B loyalty strategy for Thermo Fisher Scientific
Thermo Fisher Scientific is a life sciences manufacturer known for its dedication to providing the most innovative equipment, software, services and consumables to scientists. Their products support researchers making strides in patient diagnostics, pharmaceuticals and biotechnology. With annual revenue of more than $25 billion and more than 75,000 global team members delivering value to customers, their ultimate goal is to help make the world healthier.
In an industry as competitive as medical device manufacturing, it is essential for companies to stand out in order to retain satisfied customers. In order to strengthen their B2B loyalty strategy, Thermo Fisher Scientific needed more granular insights into customer behavior, including roles and organizational characteristics. Through qualitative and quantitative research, PK developed a “Moments of Change” framework, which conveys how the day-to-day customer experience intersects with individual career lifecycle phases and drives retention.
After conducting a thorough competitive benchmarking assessment to define “loyalty” in the context of the business, PK integrated the resulting recommendations with an implementation roadmap, establishing a relationship between their B2B loyalty strategy and program. In conjunction with the roadmap, we provided guidance on a measurement and governance model for Thermo Fisher’s use to determine the program’s effectiveness.
PK also drove a strategy and program design for Thermo Fisher’s Aspire Program, aimed at engaging career lab scientists, providing the leadership and capacity to drive the program’s implementation.
With our extensive background in loyalty program assessment, we also aided Thermo Fisher in the selection of CrowdTwist as their loyalty platform. CrowdTwist is an omnichannel loyalty and analytics platform that helps companies to engage and retain customers. With this technology in place, Thermo Fisher Scientific is well equipped to carry out the loyalty strategy we helped them design.